Ideographs

Ideograph, coined for use in the study of rhetoric by Michael Calvin McGee in 1980, is a term used to describe words that illustrate or reveal cultural ideology, collective thought, and a system of ideals and ideas. Often noted in brackets (e.g., <freedom>), an ideograph sheds light on the political and social consciousness of a collective of people. Ideographs serve as both a rhetorical device and research method. Rhetorical scholars engage in ideographic analysis by looking at key terms and phrases used repeatedly, and verbatim, to garner an understanding not only of the significance of the term, but of ideas and ideals influencing society within specific historical contexts. In other words, ideographs provide a window of understanding into the ideas, beliefs, and values of a society both at a particular time and over time.

Ideographs are generally terms used in daily language such as <freedom>, <change>, and <peace>. While these terms are abstract to an extent, there is a united, general understanding of the term across those in a given community. Simultaneously, ideographs divide members of a community because the approach to achieve or maintain these ideals is often disputed. Therefore, rhetorical critics not only look to uncover ideographs and expose the ideology producing an ideograph, but also to explore factions created via ideographs. For example, the ideograph <change> might be used by both candidates in a political election, but their stances on how to achieve <change> and the final outcomes resultant from <change> would necessarily be different. In other words, the functional meaning of the term will vary. Since McGee’s initial argument, scholars have expanded the use and definition of ideographs to include objects (representational ideographs) and images (visual ideographs). Scholars have examined ideographs in the context of social movements, political movements, historic sites, and political campaigns.

This entry discusses the underpinnings behind the notion of the term ideograph. Understanding the rhetorical function and construction of an ideograph is ultimately essential for studying ideographs as a rhetorical device. This entry also examines the analysis of ideographs as a rhetorical method in terms of their mechanics and significance. Specifically, this entry explores diachronic and synchronic analysis of ideographs. The entry further considers the continually expanding definition of ideograph for those attempting to unveil ideology.